P. Monica Chien

I Am Having a Dilemma: Factors Affecting Resident Support of Event Development in the Community

The purpose of this study is to better understand factors underlying local residents’ responses to mega event development. The authors suggest that residents’ intention to give or withhold support of hosting an event in the community can be viewed as a social dilemma and examine the effects of event publicity, perceived fairness of event portrayal, and residents’ commitment to the event. In a field study that assesses the impact of 2012 Olympic and Paralympic sailing events on residents at Weymouth and Portland, United Kingdom, the study finds that event publicity is linked to residents’ supporting behaviors indirectly through commitment. Perceived fairness of event portrayal is identified as a moderator of the event publicity effect. Specifically, when media reports of the event are considered biased or unfair, the effect of both positive and negative event publicity is attenuated. The findings have implications for event organizations and local authorities in stakeholder relationship management.

Segmentation by Travel Related Risks: An Integrated Approach

ABSTRACT This study took an integrated approach toward traveler risk segmentation by including psychological and behavioral variables together in the one study. This is an important first step to develop interventions targeting risk segments. A total of 864 respondents were surveyed in an Australian airport departure lounge. The results showed travel behavior and risk reduction strategies as the most significant model predictors. Three segments were identified including a higher-risk segment was found to comprise mostly older, visiting friends and relatives (VFR) travelers on repeat visits. Implications for developing more effective communication interventions are provided and future research directions are proposed.

It Can’t Happen to Me: Travel Risk Perceptions

Abstract Although the significance of travel risks is well documented, the process through which people assess their vulnerability and ultimately take on preventive measures needs clarification. Motivated by concern with traveler’s underestimation of risks, this chapter provides a crucial next step by introducing new theory to explain how people calibrate travel risks. The conceptual model incorporates constructs from motivational theories, cognitive appraisal, and emotionality. Future studies adopting this model will broaden the nature and scope of research on travel risk while helping government and industry to increase the reach and relevance of travel health and safety messages.

There goes my hero again: Sport scandal frequency and social-identity driven response

Abstract With sport scandals reported frequently in the media, it is important to understand how associated stakeholders are affected. In the current work, we investigated the impact of off-field sport scandal on key stakeholders (the sport, implicated team, sponsor brand), and the roles played by team identification and scandal frequency. A 2 (fandom) × 3 (scandal frequency) between-subjects quasi-experiment examined responses to scandal news stories. Ingroup fan attitudes became less favorable toward all stakeholders following scandal, especially when it was described as repeat behavior. This differed to outgroup fan attitudes, which became less favorable toward the sport, but were generally negative and stable for other stakeholders, irrespective of scandal frequency. Respondents were willing to attribute responsibility to particular perpetrators rather than the team, and tended to endorse sponsorship continuation simultaneously with perpetrator removal/sanction. Findings have strategic implications for those involved in sponsorship, sport marketing, and sport management.

Identifying objectives for mega-event leveraging: a non-host city case

Purpose The purpose of this paper is to identify strategic objectives that can be utilized by non-host communities to leverage the opportunities provided by mega sport events. The unique context and timing of this study facilitates discussion surrounding a particular non-host community and how it can plan relevant objectives to best identify appropriate leveraging mechanisms. Design/methodology/approach The study adopted a qualitative approach, drawing upon a case study of Kobe City, Japan, a non-host city of the Tokyo 2020 Olympic Games. Data were collected using diverse sources such as site visits, field notes, newspaper articles, destination marketing materials, archival data from sport and tourism facilities, and workshop with key stakeholders. Findings The within-case analysis identified four key objectives a non-host city could utilize to leverage mega sport events, namely, enhancing destination brand equity, integrating leveraging strategies with the existing event portfolio, fostering social capital, and strengthening corporate networks. Originality/value Research on event leveraging has typically focused on host cities, while there has been limited research attention on non-host cities. This paper highlights the importance of formulating shared objectives so as to provide a strong focus for relevant stakeholders, guide the deployment of resources, and create effective leveraging strategies. Few studies have focused on the planning of leveraging initiatives.

Travelers’ Health Risk Perceptions and Protective Behavior: A Psychological Approach:

Although the significance of travel health risks is well documented, the process through which people assess their vulnerability and ultimately take on preventive measures needs clarification. The purpose of this article is to better understand factors underlying travelers’ health risk perceptions and their protective behavior. Using the health psychology literature, a conceptual model that incorporates multilevel psychological constructs was tested with 830 Australian outbound travelers. Worry was an important antecedent to both travel health risk perceptions and risk-protective behavior. Perceived control over health-related risks was not positively associated with risk perceptions but was positively associated with risk-protective behavior. Sensation-seeking propensity was negatively associated with risk perceptions but positively associated with risk-protective behavior. Travel risk perceptions mediated the relationship between the antecedents and risk-protective behavior. Implications for the design of health communication for industry and government are outlined, and future research avenues are also proposed.

The Effects of Sponsorship Portfolio on Consumer Associations of the Sponsor Brand

Researchers agree that sponsorship aids in generating favorable images for the sponsor, both at the corporate and brand levels. However, when a brand sponsors several events concomitantly, the source of image transfer may be composite, since the events that make up the sponsorship portfolio are likely to be perceived differently as a group. We define a sponsorship portfolio as the collection of brand and/or company sponsorships comprising sequential and/or simultaneous involvement with events, activities and individuals (usually but not limited to the areas of sport, art and charity) that are intended to communicate with various audiences. The purpose of this paper, therefore, is to understand the impact of a brand’s sponsorship portfolio on the sponsor brand associations.